Relationship Selling; Tak'n it to the Streets Implementation
A Relationship Selling Example
Recently I wanted to get to the Senior VP of Sales for Callaway Golf. I saw an ad that made me think there may be an opportunity to do some sales consulting for them. So instead of cold calling directly, I called the golf pro at my golf course and asked for the name of his Callaway rep and his telephone number. I also called a friend who rep’s a competitive line. I explained what I was doing and asked him what was happening with Callaway and the golf industry in general as it relates to selling.
Then, I called the local Callaway sales rep that my pro told me about and he gave me the name of the VP of Sales at Callaway, and he also explained the details of the ad. He was not open, however, to introduce me to the VP. So to introduce myself, I sent a copy of my book plus a letter referring to the golf equipment sales issues my friend and the local rep told me about. In my heart I knew this was a long shot. I didn’t get a call back so I followed-up. His admin confirmed receipt of the book, but again, no call back. I didn’t get anywhere, because I didn’t find anyone to introduce me. I didn't have an “in” and sometimes you don't, but don't just pick up the phone. Always try to find someone who knows someone you don't.
Relationship Selling, Networking - Implementation Strategies and Tactics
* Pick a new target account. Who can you call to network you or give you useful information? Check existing customers, consultants, other vendors, sales people and people within your company?
* Now pick an existing account. Who can you call in that account or elsewhere who can network you to a higher- level person? Think of people you’ve worked with, or service people or “doers” in your company who’ve worked with the account’s people.
* What will you say? (Write the exact words.) Can you help me? I’d like to meet ….” Be as specific as possible about whom, or what type of position the person you want is in. Practice saying it in front of a mirror until you feel confident.
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